抖音生活服务「发现宝藏温州」，赋能商家增长与城市商业升级

Core Insights - The article discusses the "Discover Treasure Wenzhou" city-level marketing campaign by Douyin Life Services, which aims to create a win-win commercial ecosystem involving platforms, merchants, government, and users through the "Wenwen夺冠军" merchant ranking competition [1][3] Group 1: Campaign Overview - The campaign leverages Douyin's extensive traffic advantage to address local merchants' pain points such as low exposure and high customer acquisition costs, focusing on three core sectors: dining, leisure entertainment, and retail [3] - The "Wenwen夺冠军" ranking competition is designed to maximize merchant participation through a three-phase ranking mechanism and resource unlocking policies, attracting over 5,000 merchants and 30,000 product categories within a week [3][20] - The campaign integrates government resources and media support to enhance the visibility and value of participating merchants, creating a robust support system for the ranking activities [3][20] Group 2: Star and Influencer Engagement - The campaign utilizes a matrix of celebrities and local influencers to drive traffic, matching different merchant profiles for effective outreach and conversion [5][7] - Notable celebrities, including Tan Kai and He Hongshan, serve as "Treasure Wenzhou Star Promoters," significantly boosting merchant visibility through targeted collaborations and promotional content [7][9] - Local influencers conduct live streaming events focusing on Wenzhou's hidden gems, contributing to substantial sales growth for participating merchants [9][20] Group 3: Cultural and Community Integration - The campaign collaborates with Wenzhou's cultural tourism sector to create city-themed promotional materials, enhancing the cultural context of participating merchants [11][13] - A physical event, the "Zhejiang BA Market," combines sports, commerce, and cultural tourism, attracting over 50,000 visitors and generating significant online engagement [15][17] - The market features interactive elements and promotional offers, fostering a vibrant consumer atmosphere and encouraging local spending [19][20] Group 4: Sustainable Ecosystem Development - The "Discover Treasure Wenzhou" initiative aims to establish a sustainable ecosystem that benefits merchants, users, and the city through innovative strategies and resource integration [20][21] - The campaign provides a comprehensive solution for local merchants, facilitating their digital transformation and offering equal growth opportunities, particularly for small and medium-sized businesses [21]